Automotive Social Media

Collaboration is Critical

In your dealership, the service, finance,and sales don’t always work together. Sometimes they actually compete with each other. Unless they collaborate as a team, your automotive social media plan will fail. For example, the service department may handle social media advertising for winter car services like tire checks, heater checks, lube and filter jobs, etc. Many of those service customers may be considering replacing their car soon. The sales department has to be involved in the service campaign to include a short promotion about their inventory and trade in policies. The finance dept. should also include any seasonal promotions they are offering. The lack of collaboration internally makes social media less effective and even impossible. Any company that doesn’t listen to its employees and encourage them to work together is in poor shape to succeed with social media.

Upper Management Must Be Involved

If your social media campaign does not involve the very top layers of your management, your employees will fear change and keep the status quo. Despite the best intentions of your “people on the floor” a social media campaign is going to meet resistance unless the General Manager or Dealer Principle encourages the spending of time and money to integrate social media into the company’s advertising plan. Listening and responding to your customers on Facebook and Twitter is a great way to get feedback that can be forwarded to top management. You just don’t get this feedback from prospects in your showroom…only on facebook and twitter do people feel free to offer criticisms and suggestions freely.

Be Patient. Success Will Come

Car dealers are notoriously impatient about their advertising. They receive immediate responses from paper ads, television advertising, and radio advertising. However, the payoff of running a structured social media campaign occurs months in the future as you gain a following online. You gain followers. They watch over months as you actually follow up with your customers and answer their questions and suggestions. They view video testimonials and get to meet your sales and service staff through video. When they’re ready to buy, they trust YOU with their money and return for service. Automotive social media may not result in huge sales numbers, but it does result in attracting HIGHER QUALITY BUYERS: Ones that don’t price shop you, don’t go to independent shops for service and body work, and recommend you to their family and friends every chance they get.

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